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怀旧雪糕走红引发“大板”商标之争
日期: 2015-06-29  浏览:[ 732 ] [关闭] [打印]
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  正是冷饮市场旺季,“东北大板”延续去年的销售势头,成了冷饮界不折不扣的黑马。而随着东北大板的走红,“红宝石”和“蓝宝石”关于“大板”的品牌之争也陷入胶着状态。
  正是冷饮市场旺季,“东北大板”延续去年的销售势头,成了冷饮界不折不扣的黑马。而随着东北大板的走红,“红宝石”和“蓝宝石”关于“大板”的品牌之争也陷入胶着状态。
  东北大板销量火爆
  屡次听同事说东北大板好吃,让王伟对这款听起来土里土气的雪糕充满了好奇,但他逛遍济南的大型商超都没看到。“后来偶然发现楼下的小胡同里就有卖的,纸袋包装,看起来很简单,但味道确实不错。”记者走访济南商超也发现,超市的冷饮区多是八喜、蒙牛、雀巢等品牌雪糕,确实没有东北大板的身影,而在小吃街以及小区周边的小商店内才有东北大板在售卖。
  “东北大板销量很不错,不少人专门来找这个雪糕吃。”胜利大街一家冷饮店的老板告诉记者。在这家冷饮店里有一个小冰柜,上面贴满了宣传画,红色的宣传画配着“红宝石”三个大字特别醒目,“这个小冰柜是厂家提供的,专门用来卖东北大板。”
  除了有厂家直接提供冰箱设立专柜,有不少街边零售摊是由专人每天送货,“东北大板断货了,今天的货还没送过来。”民生大街一家路边摊的老板说,而对于所销售的品牌,其表示就是东北大板,什么牌子没有注意。
  “大板”商标引争议
  东北大板的火爆靠的是其朴实的包装、浓郁的奶香,让人有怀旧的感觉。而东北大板在爆红的同时,其商标归属一直都存在着争议,这也让消费者在购买时真假难辨。
  记者走访多家冷饮摊发现,“红宝石”品牌的市场占有率最大,“蓝宝石”较少。公开资料显示,“红宝石”东北大板是由黑龙家大庆红宝石冰淇淋有限公司生产,其公司成立于1992年,并于2013年正式生产“东北大板”,而“蓝宝石”则出自和信美品牌(北京)有限公司,于2014年问世,目前两家企业对“东北大板”商标之争正如火如荼地进行。
  6月8日,和信美品牌(北京)有限公司举行媒体沟通会,声称黑龙江大庆红宝石冰淇淋有限公司向青岛市李沧区市场监管局举报蓝宝石东北大板商标、包装侵权,并以此为由向媒体散布大量不实言辞,已严重干扰和信美蓝宝石东北大板的正常销售,严重侵犯了企业名誉权及品牌名誉权,将按照相关法律予以起诉。而在此之前“红宝石”东北大板已经向北京市朝阳区法院提起诉讼,起诉蓝宝石东北大板商标侵权,涉嫌不正当竞争,并将于7月1日正式开庭审理。
  对于商标之争,业内人士分析,“东北大板”的兴起主要是迎合了冷饮市场的“怀旧风”,一拥而上之后产生的知识产权、包装专利、品牌注册等问题也给不少企业造成了困扰。由于仿冒成本低,而且靠着名牌产品的名声可以迅速打开市场,使冷饮成为最容易出现假冒、仿冒产品的行业。而雪糕、冷饮以路边摊、小商贩等为主要销售渠道,消费者在选购时很容易忽略查看产品是否有质量保证,这也为假冒、仿冒产品的销售提供了可能。
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